Making Ideas Move

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Presentation given to the Ohio Travel Associtaion members on 4/26/10 and 5/7/10.


Previous Presentations:
Dec 2009 - http://www.slideshare.net/secret/E6KhMU996hVrml
Nov 2009 - http://www.slideshare.net/secret/3x3vaLykd8tGdS
Feb 2010 - http://www.slideshare.net/secret/hJIuruQ4qKTB6L

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Making Ideas Move

  1. 1. Making IdeasMove<br />Presented by Scott Chapin<br />
  2. 2. About Circle44 Mobile<br />Mobile unit of Cleveland-based interactive agency DigiKnow<br />Focus on:<br />Mobile-friendly websites<br />iPhone and Android apps<br />Mobile promotion<br />2<br />
  3. 3. Our Work<br />3<br />
  4. 4. What is Mobile Marketing?<br />
  5. 5. 2<br />
  6. 6. Mobile Marketing in the News<br />6<br />Apple announces iAd mobile advertising network<br />Can Windows Phone 7 keep Microsoft in the game?<br />Haiti donations via SMS exceed $40 million<br />iPhone reaches 185,000apps, Android hits 38,000<br />
  7. 7. Mobile Marketing is…<br />marketing and communications to customers or constituents on portable devices wherever they may be.<br />Mobile marketing is not about what…<br />it’s about where.<br />7<br />
  8. 8. US Snapshot<br />285 million cell phone subscribers<br />150 billion text messages (SMS) per month<br />Smartphone usage is over 25%<br />19% of Americans said they accessed the internet on their mobile phone yesterday<br />CTIA<br />eMarketer<br />Pew Internet<br />8<br />
  9. 9. What is Mobile Marketing?<br />Mobile Web<br />Mobile Applications<br />Text Messaging / SMS<br />Mobile Advertising<br />9<br />
  10. 10. Today’s Mobile Market<br />
  11. 11. Mobile Internet<br />11<br />% of all adults<br />
  12. 12. Mobile Internet – By Race<br />Have ever gone online with a handheld<br />12<br />On a typical day go online with a handheld<br />
  13. 13. Mobile Internet Projected Growth<br />13<br />US Mobile Internet Users and Penetration, 2008–2013<br />(millions and % of mobile phone subscribers)<br />(22.0%)<br />(26.3%)<br />(30.6%)<br />(35.6%)<br />(40.2%)<br />(43.5%)<br />
  14. 14. Smartphone vs. Feature Phone<br />14<br />
  15. 15. US Smartphone Market<br />15<br />
  16. 16. Mobile Websites<br />
  17. 17. Keep It Simple<br />Successful mobile websites are <br />simple and focused<br /><ul><li>Limit content to mobile-focused information
  18. 18. Be mindful of scrolling
  19. 19. Include non-Flash alternative content
  20. 20. Consider platform specific integration</li></ul>17<br />
  21. 21. Start Small and Grow<br />Provide alternatives to non-mobile content<br />Create a mobile-friendly “view” for the site<br />Simplified Navigation<br />On-the-go content<br />Platform Specific Presentation<br />Pages/Template Designs<br />Video/multimedia<br />18<br />
  22. 22. Banking<br />19<br />
  23. 23. Sports<br />‹#›<br />
  24. 24. Travel<br />‹#›<br />
  25. 25. Cedar Point<br />22<br />Example of multi-platform mobile websites<br />Standard Mobile Phone<br />iPhone<br />
  26. 26. Case Study: DigiKnow<br />23<br />
  27. 27. Mobile Survey<br />24<br />Top US Brand Websites<br />National Travel Sites<br />
  28. 28. Mobile Applications<br />
  29. 29. Many Platforms, Many Rules<br />26<br />
  30. 30. US Smartphone Breakdown<br />27<br />
  31. 31. News & Information<br />28<br />
  32. 32. Sports<br />29<br />
  33. 33. Music<br />30<br />
  34. 34. Social Networking<br />31<br />
  35. 35. Social Check-in<br />32<br />
  36. 36. Travel<br />33<br />
  37. 37. Branded Utility Apps<br />34<br />
  38. 38. Augmented Reality<br />35<br />
  39. 39. Case Study: Nestlé<br />36<br />
  40. 40. Text Messaging<br />
  41. 41. SMS Overview<br />Short Codes enable direct response and two-way communication<br /><ul><li>Codes can be shared or unique company ID’s
  42. 42. Short code aggregators handle all phone carrier connections
  43. 43. Campaign response rates have been seen up to 30%</li></ul>38<br />
  44. 44. My Coke Rewards<br />39<br />MyCokeRewards: Get ready for this. Drink Diet Coke & earn Bonus Pts when u enter ur codes 4/26 thru 5/2. Go to mcr.com on 4/26 for details. Reply HELP for help.<br />MyCokeRewards: Try the new twin pack 50oz of Coke & enter 4 a chance 2 instantly win Coke 4 a yr @mcr.com. 3pt2enter No purnec. Ends 5/20. Reply HELP for help.<br />(Sample Text Message)<br />
  45. 45. Other SMS Campaigns<br />40<br />Redbox free MONDAY rental. CHECK OUT WITH COUPON CODE XXXXXXXX. Expires at midnight CST, 5/1/09. Fwd to friends. Call 866.733.2693 for help.<br />Arby's: More Mmm 4 ur money! Everyday Value Menu starting at jst $1. Jr RB, Jr Chkn, Jr Ham, Valu Fries, Valu Shake & more! Prtcp8ng stores, rply STOP to optout<br />IKEA Mobile Members-don't miss your chance 2 win April's $500 gift card from IKEA Mobile. Reply WINNER to this msg to enter the drawing! Only @ IKEA Seattle.<br />
  46. 46. Mobile Advertising<br />
  47. 47. Advertising Formats<br />Banner Ads<br />Pre-roll Video<br />App Sponsorship<br />Interactive Video<br />Mobile Search<br />42<br />
  48. 48. Mobile Ad Networks<br />43<br />Acquired by Google<br />Acquired by Apple<br />
  49. 49. Banner Ads<br />44<br />
  50. 50. Interactive Ads<br />45<br />
  51. 51. Mobile Search<br />46<br />
  52. 52. Other Considerations<br />
  53. 53. Print to Mobile<br />48<br />
  54. 54. Print to Mobile<br />49<br />Universal QR Code<br />
  55. 55. Podcasting<br />50<br />
  56. 56. Podcasting<br />51<br />
  57. 57. Mobile Email<br />Mobile email is not 100% HTML compatible<br />iPhone is best, Blackberry is improving<br />Frequent testing is a best practice<br />52<br />
  58. 58. Mobile Email<br />53<br />
  59. 59. Measurement<br />54<br />
  60. 60. Questions?<br />55<br />
  61. 61. For more information about mobile marketing, <br />please contact:<br />56<br />Scott Chapin<br />Mobile Strategist<br />216-325-1981<br />scott@circle44mobile.com<br />

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